Reactions to the Gender and Queer Perspective: Market Research Is Empowered By Accepting Gender and Sexual Orientation As Consumer Categories
Present-day market research is facing a crisis! This is visible in the ever greater number of products with increasingly dismal sales. Is poor consumer spending due to a lack of demand altogether or is it, as we suggest, that products are simply not meeting consumers’ needs?
We blame this failed planning on the ‘customary practice’ and andro-centric framework of conventional market research, which permits neither diversity (e.g. gender and sexual orientation) among consumers nor collaboration between suppliers and consumers of a product during production. Finding methods based on gender studies to involve consumers in the process are discussed in the essay and it presents innovative solutions to this problem.
Barbara Drinck and Eva Kreienkamp (2006) ,"Reactions to the Gender and Queer Perspective: Market Research Is Empowered By Accepting Gender and Sexual Orientation As Consumer Categories", in GCB - Gender and Consumer Behavior Volume 8, eds. Lorna Stevens and Janet Borgerson, Edinburgh, Scottland : Association for Consumer Research, Pages: 11.
Barbara Drinck, Department of Education and Psychology, Freie Universität Berlin
Eva Kreienkamp, Managing Partner, FrischCo
GCB - Gender and Consumer Behavior Volume 8 | 2006
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